Qualitative Research

(Qualitative research relies primarily on the collection of qualitative data (i.e.,

nonnumeric data such as words and pictures).
The following methods would be used for research
Phenomenology Ethnography Grounded Theory Case Study

The four major types of qualitative research:

Phenomenology.
Ethnography.
Grounded theory.
Case study.

The main purpose, origin, data analysis, data collection, and report are the
characteristics for the above research type.

Phenomenology
The first major approach to qualitative research is phenomenology (i.e., the
descriptive study of how individuals experience a phenomenon).
Here is the foundational question in phenomenology: What is the meaning,
structure, and essence of the lived experience of this phenomenon by an individual
or by many individuals?
The researcher tries to gain access to individuals life-worlds, which is their world of
experience; it is where consciousness exists.
Conducting in-depth interviews is a common method for gaining access to
individuals life- worlds.
The researcher, next, searches for the invariant structures of individuals
experiences (also called the essences of their experience).

Phenomenology: For qualitative research this is the one of the important approaches
nothing but DESCRIPTIVE STUDY of how the Travel operators experience the
Application of Cloud.
In order to get relevant information, one of the methods is conducting interviews.

Ethnography
The second major approach to qualitative research is ethnography (i.e., the
discovery and description of the culture of a group of people).
Here is the foundational question in ethnography: What are the cultural
characteristics of this group of people or of this cultural scene?
Because ethnography originates in the discipline of Anthropology, the concept of
culture is of central importance.
Culture is the system of shared beliefs, values, practices, language, norms,
and material things that group members use to understand their world.

rituals,

One can study micro cultures (e.g., such as the culture in a classroom) as well
as macro cultures (e.g., such as the United States of America culture).

There are two additional or specialized types of ethnography.

1.

Ethnology (the comparative study of cultural groups).

The Ethnography is the second approach; this is nothing but a study of

group culture. I will use this method for my research ONLY IF IT IS
REQUIRED.

Case Study Research

The third major approach to qualitative research is case study research (i.e., the
detailed account and analysis of one or more cases).
Here is the foundational question in case study research: What are the
characteristics of this single case or of these comparison cases?
A case is a bounded system (e.g., a person, a group, an activity, a process).
Because the roots of case study are interdisciplinary, many different concepts and
theories can be used to describe and explain the case.
Multiple methods of data collection are often used in case study research (e.g.,
interviews, observation, documents, questionnaires).
The case study final report should provide a rich (i.e., vivid and detailed) and holistic
(i.e., describes the whole and its parts) description of the case and its context.

The CASE STUDY RESEARCH is nothing but complete analysis of one or more. It will
help to understand the characteristics of one case or cases or comparison.
Generally in Case Study research, collections of data in multiple methods are used.
For e.g.- questionnaires, observations, and Interviews.
Using this technique, gives the detailed information of usage of Cloud application
perspective in Travel Industry.

Grounded Theory
The fourth major approach to qualitative research is grounded theory (i.e., the
development of inductive, bottom-up, theory that is grounded directly in the
empirical data).
Here is the foundational question in grounded theory: What theory or explanation
emerges from an analysis of the data collected about this phenomenon?
It is usually used to generate theory (remember from earlier chapters that theories
tell you How and Why something operates as it does; theories provide
explanations).
Grounded theory can also be used to test or elaborate upon previously grounded
theories, as long as the approach continues to be one of constantly grounding any
changes in the new data.
The last approach is GROUNDED THEORY research nothing but development of
INDUCTIVE STUDIES
It basically tests and elaborates on previous theories. The four methods are FIT,
UNDERSTADING, GENERALITY, and CONTROL.

Four important characteristics of a grounded theory are

Fit (i.e., Does the theory correspond to real-world data?),
Understanding (i.e., Is the theory clear and understandable?),
Generality (i.e., Is the theory abstract enough to move beyond the specifics in the
original research study?),
Control (i.e., Can the theory be applied to produce real-world results?).

Data collection and analysis continue throughout the study.

Throughout my research the Analysis and collection of DATA will continue. I will
taken the relavent data to my research for the development of grounded theory.

When collecting and analyzing the researcher needs theoretical sensitivity (i.e.,
being sensitive about what data are important in developing the grounded theory).

Data analysis often follows three steps:

Open coding (i.e., reading transcripts line-by- line and identifying and coding the
concepts found in the data).
Axial coding (i.e., organizing the concepts and making them more abstract).
Selective coding (i.e., focusing on the main ideas, developing the story, and
finalizing the grounded theory).
The 3 types of Data Analysis is as follows1. Open Coding
2. Axial Coding
3. Selective Coding

The grounded theory process is complete when theoretical saturation occurs (i.e.,
when no new concepts are emerging from the data and the theory is well validated).
The final report should include a detailed and clear description of the grounded
theory.

Final note: The chapter includes many examples of each of the four types of
qualitative research to help in your understanding (i.e., phenomenology,
ethnography, case study, and grounded theory). In addition, reading new examples
in the published literature will help to further your understanding of these four
important approaches to qualitative research.

http://www.staff.blog.utm.my/pszresearchsupport/2011/09/19/4-major-types-ofqualitative-research/